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3.
The only difference between companies that succeed and
fail is that the winners figured out how to make money.
The winners thought deeply through the revenue, price, and
business model.“
Steve Ballmer
CEO, Microsoft 2000 - 2014
“This thing called ‘price’ is
really, really important.

6.
Founders who struggle to raise
capital are…
3x More
likely to say they monetized too late
2x More
likely to say they picked the wrong business model
40% More
likely to say their burn rate was too high
Pricing can make
or break your
business
Source: First Round Capital 2017 State of Startups

39.
The single most valuable lesson I’ve learned is that you have
to be ready to constantly iterate on both your pricing and
packaging. Successful companies are those that think of
pricing in the same way they think about product
development – their pricing is in a constant state of
evolution.
Monika Saha
General Manager, Finance Product Line
Zuora
It’s never 100% done.

45.
Who should
own pricing?
Marketing
Finance
Sales
Operations
Product

46.
Who should
own pricing?
Great for positioning and messaging
Already own TOFU & website
Best grasp of product and roadmap
Already doing customer development
May overly focus on features vs. value
Analytical and data-driven
Best handle on costs and profit
Tend to take a cost plus vs. value-based approach
Closest to the customer
Constantly hearing about needs and pain points
May be too close – want too many options
Best grasp of the data
Great at processes and technology
Less customer-focused
Marketing
Product
Finance
Sales
Operations